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Week 6 Assignment

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Communicate the Value: Smith and Wesson IMC Brief
Shilpi Suman and Brian Fells
Keller School of Management

Abstract
Throughout this paper we will discuss the Smith and Wesson brand, its problems and objectives. This paper will explore target customers in relation to how Smith and Wesson is perceived and would like to be perceived by the industry as well as communication efforts and cost.

Smith & Wesson Background Smith & Wesson is known for manufacturing and designing quality firearms and any related products that go with the arms. The company is also known as a "leader" in firearm, provides training to the global military, law enforcement, and consumer markets. Smith & Wesson have many facilities and are located in Massachusetts and Maine. "Smith & Wesson was an industry leader in 1852 when it was first founded and continues to lead the world today with innovations into the 21st century."(Smith-Wesson.com) New IMC Campaign The problem that I'm addressing today in this campaign is that Smith and Wesson were tarnished for allegedly making a deal with government in regards to gun control. First of all, we all know how big of a problem gun control has been and it has been hard for any company to really keep up because it is such a sensitive and rigid topic in just about anywhere from society to politics. So, Smith & Wesson tried to stay in business by making the deal with the federal government but it nearly killed the company! Now as to what is our objective in this campaign? Well, we are trying to give a place for Smith and Wesson to do business and trying to remove the tarnish that has ruined this company in the past. We must learn to admit that we need gun control because we still have innocent people dying every day. If selling a medicine can be a business then so can guns be! We need guns to fight wars but most importantly to

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